For the popular video app TikTok, many may see it as a Chinese propaganda app. But the app also presented itself as a new, major force in the global tourism business at the recent ITB Berlin 2024. In a crowded hall, TikTok’s vice president of global business solutions for Europe Stuart Flint praised the app as the best possible tool for customer acquisition in front of the assembled tourism managers.
Traditionally, travel experience involves a linear process that started with booking and ended when they returned home. But Flint said now TikTok users are kept in an endless loop when it comes to vacation: Inspiration, search, trip, then reviews and recommendations for other users.
According to TikTok’s own survey, 77 percent of users were inspired to travel by the video posts. In German-speaking countries, 60 percent of users agreed to book trips based on TikTok recommendations.
